Thursday, September 9, 2010

Eagle Rare Bourbon Launches 'Rare Lives' Charity Tie-In Promotion.

Eagle Rare Single Barrel Bourbon Whiskey is sharing its passion for excellence by introducing the Rare Life Award, an annual honor that will be given to one person with an amazing life story who demonstrates Eagle Rare's core values of courage, leadership, survival, heroism, devotion and character.

Nominations are now being accepted for the “Lead a Rare Life” Contest online at http://www.eaglerarelife.com/. The winner will be awarded a $10,000 donation to the charity of their choice. Entries will be posted on the website and the general public can vote on who they think most embodies the “Rare Life” core values through January 1, 2011. A winner will be chosen from the finalists and announced in early February 2011.

“We’re thrilled to announce this new award,” said Kris Comstock, Eagle Rare Bourbon brand manager. “This country is filled with courageous, honest, hardworking people who lead rare lives everyday. We want to hear their stories. Eagle Rare Bourbon embodies life, liberty and the pursuit of happiness. This award will honor those who do the same. We think rare lives deserve to be rewarded.”

This is another example of Sazerac/Buffalo Trace going its own way and using unusual methods to promote its brands. The idea of this type of charity tie-in promotion is that ordinary consumers will become zealous albeit indirect brand ambassadors as they lobby for their favorite charity. Major brands such as American Express and Pepsi have fielded similar promotions.

And Eagle Rare Single Barrel is, by the way, a very good bourbon at a very good price.